2. Services marketing are that elusive concept which
stays incomplete without a thorough
understanding of 7 Ps.
These form the critical success factors for any
service as evaluated by a possible customer.
The following form the marketing mix for services
marketing, the first 4 P’s being the core and the
next 3 P’s being the extended marketing mix.
3.
4.
5.
6.
7. 6. DEMAT SERVICES
Digitally signed transaction statement by e-mail.
Corporate benefit tracking.
e-Instruction facility – facility to transfer securities 24 hours a day,
7 days a week through Internet Interactive Voice Response (IVR)
at a lower cost.
7. MOBILE BANKING
• ICICI Bank offers Mobile Banking facility to all its Bank, Credit
Card and Demit customers.
8. NRI SERVICES
ONLINE MONEY TRANSFER
8. B.PRICING MIX
◦ The pricing decisions or the decisions related to interest and fee
or commission charged by banks are found instrumental in
motivating or influencing the target market.
◦ The RBI and the IBA are concerned with regulations.
◦ The banking organizations are required to frame two- fold
strategies.
◦ First, the strategy is concerned with interest and fee charged and
the second strategy is related to the interest paid.
9. C.PLACE
◦ The 2 important decision making areas are: making available
the promised services to the ultimate users and selecting a
suitable place for bank branches.
◦ The number of branches OF ICICI: 1900 in India
LOCATION OF BRANCH:
10-14-577,R.VTowers,
Near Central Park,
Tilak Road,
Tirupati-517501,
Andhra Pradesh,
India.
Phone: 0877-2259518.
10. LOCATION OF ATMS
RamBagicha-2, Temple Premises, Tirumala, TIRUPATI
Near: Lord Venkateswara Main Temple.
ICICI Bank Atm, V V Mahal Rd, Nr Yamaha Showroom, Tirupati
Netaji road
Balaji colony
D.PROMOTION MIX
◦ Advertising - Television, Radio, Movies.
◦ Print media - Hoardings, Newspaper,
Magazines.
◦ Publicity - Road Shows, Campus Visits,
Sandwich Man, Sponsorship.
11.
12.
13. G.PHYSICAL EVIDENCE
Internet/web pages
Paperwork
Brochures
Furnishings
Business cards
The building itself
◦ FINANCIAL AND OTHER INDICATORS
Signage
Financial reports
Tangibles
Punch lines
Employee dress code
14. These says the importance of marketing mix in
service sector , lacking of any element makes the
service failure .
The ICICI bank is on the way of success as it
have all the 7ps running together in one line.
